The key strengthof Marico’s in the Indian market is its extensive distribution network that hasreach to about 17 lakh retail outlets spread across the country. Thedistribution network constitutes of 5 regional offices, 30 company depots and 6consignment sales agents that in turn supply to 850 distributors in the urbanareas and 11 super distributors in the rural areas. The super distributors alsoservice more than 2600 stockists.
A marketing and distribution alliance withIndo Nissin Foods for Top Ramen has also been signed by Marico. The company has6 manufacturing facilities located at Jalgaon, Saswad and Sewree inMaharashtra, Palakkad (Kerala), Ponda (Goa) and Dehradun (Uttaranchal). Its productsalso get manufactured through subcontractors. Marico has threesubsidiaries – Marico Bangladesh Limited that manufactures and sells brandedcoconut oil in Bangladesh, Kaya Skin Care Limited that provides skin careservices and retails products and Sundari LLC, USA which carries Ayurvedic skincare products business. The majority stakeholders in the company with 66.6 percent share are the promoters.
Foreign institutional investors own 12.1 per centof the shares and Indian financial institutions have 11.1 per cent share.
Indian public, non-promoter corporates, trusts and non-resident Indians holdthe remaining shares.Over the pastquarter century Marico has progressed into a consumer focussed FMCG company inthe beauty and wellness space via 12 well-established brands. It has primarilyhas three business segments – Consumer Products (comprising the consumerproducts business of Marico Limited, Marico Bangladesh Limited and MBLIndustries Limited), Skin Care (services and products retailed through KayaSkin Clinics) and Global Ayurvedics (Sundari). Product lines inthe Consumer Products segment include coconut oil, hair care, anti-licetreatment, refined edible oil, fabric care and processed foods. The brands inthis segment and their extensions occupy leadership positions with significantmarket shares in their respective product categories.
The flagship brandParachute has captured a market share at over 50 per cent in India in thecoconut oil category. In the skin care services segment, Kaya Skin Clinicsoffer US FDA approved dermatological procedures like anti-ageing services,permanent hair reduction, face rejuvenation, pimple removal, etc as well asbeauty products. Beauty products include skin lightening complex, under-eyegel, moisturising sunscreen and night creme.There are 42 Kaya